Corona continues 'Coming Ashore' campaign amid coronavirus-related backlash

The company said its loyal consumers understand there isn't a link between the deadly virus and its brand.

By Robert Williams • Feb. 28, 2020

SodaStream names 1st US CMO as PepsiCo amplifies sustainability mission

Matt Kahn previously served as VP of marketing at Heineken, where he helped develop Dos Equis' famous "Most Interesting Man" campaign.

By Peter Adams • Feb. 27, 2020

Explore the Trendline➔

Consumer Packaged Goods

If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

By Marketing Dive staff

Skyy Vodka pilots Mindshare's private LGBTQ ad marketplace

The new platform is designed to address biases that can result from brand safety tools in media buying.

By Dianna Christie • Feb. 27, 2020

Dove addresses teen body image issues with mobile video series

Helmed by Lena Waithe, the "Girls Room" effort supports Unilever's recent plans to ramp up investments in purpose-driven marketing.

By Dianna Christie • Feb. 27, 2020

PepsiCo's Pure Leaf tea subverts classic fairy tales with Amy Poehler

A digital content series narrated by the "Parks and Recreation" star comes as part of a larger campaign encouraging women to say "no."

By Peter Adams • Feb. 26, 2020

The Trade Desk explains programmatic offering in humorous campaign

Directed by comedian Neal Brennan, two short films highlight the limitations of walled gardens.

By Robert Williams • Feb. 26, 2020

Nutella swaps syrup for hazelnut spread at NYC pop-up

To celebrate National Pancake Day and position itself as a breakfast staple, the Ferrero brand is hosting an experiential event.

By Dianna Christie • Feb. 26, 2020

Noosa tries ASMR, 'oddly satisfying' videos to elevate yogurt brand's positioning

The brand's first campaign with its new agency and parent company uses "luscious food photography" to maintain a sense of playfulness.

By Dianna Christie • Feb. 26, 2020

Lay's teams with 'The Voice' on weekly trivia, new flavors

The effort to weave in trivia suggests that marketers still have a desire to reach consumers in this way despite HQ Trivia's recent closure.

By Dianna Christie • Feb. 25, 2020

Ruby Love's 'Period Pal' aims to tackle taboo in debut campaign

Debuting ahead of Women's History Month, the effort is well-timed to boost brand awareness while working to normalize conversations about menstruation.

By Natalie Black (Koltun) • Feb. 25, 2020

Ikea pushes Swedish dreams in National Sleep Awareness Month promotion

An in-store sleepover, Giphy content and a sweepstakes with Fooji are part of the latest extension to the retailer's sleep-themed marketing.

By Dianna Christie • Feb. 25, 2020

Gatorade taps sports legends for global 'GOAT Camp' campaign

PepsiCo is following through on plans to put more marketing muscle into its "classic brands" with an effort featuring Michael Jordan, Serena Williams, Lionel Messi and Usain Bolt.

By Robert Williams • Feb. 25, 2020

Dodging the pitfalls of meme-inspired branding

With an intuitive and aesthetic understanding of online subcultures, marketers can create anchors for their brand that leave room for growth, writes CBX's Jaime Klein Daley.

By Jaime Klein Daley • Feb. 25, 2020

Burger King's moldy Whopper ad sparks visceral reactions, but scores on subversion

An analysis found the gross-out concept underperformed in areas such as stoking desire, but successfully captured attention above category benchmarks.

By Peter Adams • Feb. 24, 2020

Liquid Death water promotes recyclable packaging with demons in hell

The water brand pushes an alternative to plastic bottles in an edgy new campaign that lands in advance of its national Whole Foods rollout.

By Dianna Christie • Feb. 24, 2020

Jack Daniel's documentary hits 850 theaters in May

"Chasing Whiskey: The Untold Story of Jack Daniel's" was filmed in five countries to show the brand's global appeal and will run for one night only.

By Robert Williams • Feb. 24, 2020

Why marketers must evolve their outlook on gender — or lose out

From consumer campaigns to product design, the adoption of less narrow, binary definitions of gender could be critical to growth and winning over audiences like Gen Z.  

By Peter Adams • Feb. 24, 2020

Tecate shifts focus to Mexican-American heritage, leaving macho messaging in rearview

To position itself as culturally relevant, the brand is launching an extensive campaign and dropping its boxing sponsorships to focus on soccer and music.

By Peter Adams • Feb. 21, 2020

McDonald's beefs up branded merch with Quarter Pounder products, including scented candles

Quarter Pounder Fan Club merchandise, which includes T-shirts, mittens and a heart-shaped locket, will be unveiled on Instagram as it becomes available.

By Dianna Christie • Feb. 21, 2020

Wayfair taps Kelly Clarkson as brand ambassador for fresh campaign

In a series of ads, the former "American Idol" star and "The Voice" coach will unpack boxes and demonstrate the ease of online furniture shopping.

By Dianna Christie • Feb. 21, 2020

Campaign Trail: McDonald's type-only ads illustrate the power of visual identity

Omitting the golden arches and recognizable burger imagery, the minimalist creative flexes the fast-food behemoth's iconic status.

By Natalie Black (Koltun) • Feb. 21, 2020

Pepsi links gamified AR to packaging, social as part of global soccer push

Users who scan QR codes can activate virtual versions of stars like Lionel Messi and Paul Pogba and pit them in a game of keepie uppie.

By Peter Adams • Feb. 20, 2020

Puma brings targeted hologram ads to car roofs for NBA All-Star game

Virtual Sky Dreamer sneakers and 3D basketballs floated atop vehicles near Chicago landmarks last weekend.

By Dianna Christie • Feb. 20, 2020

What the Aflac Duck can teach marketers about taking creative risks

After 20 years, the mascot still holds lessons around experimentation, brand evolution and launching a company into the zeitgeist after struggling for recognition.

By Chris Kelly • Feb. 20, 2020

Buffalo Wild Wings rebrands Bone Thugs-N-Harmony as Boneless Thugs-N-Harmony

Through the name change, a behind-the-scenes video and related merch, the effort builds a story around a menu item and a legendary hip-hop group.

By Dianna Christie • Feb. 20, 2020